Redemption Plus is harnessing the power of the Web to create a destination where patrons can redeem winnings for prizes rather than waiting at the prize counter.

The company's novel Planet Prize allows FECs to offer merchandise they normally might not stock, including larger items, and eliminates the liability of housing high-value prizes. The application is now available to locations that use Embed's card system and could be adapted other debit systems, officials said.

In action, a player registers his or her game card at the location, sets up a login name and password – and then plays as usual. At his time of choosing, the player logs into the Planet Prize store, accessible through a link at the FEC's website. Redemption Plus customizes each Planet Prize store to match the facility's site, keeping a consistent look and feel for the end customers.

PHOTO: Redemption Plus's Jason Kort (left) goes through demo of Planet Prize concept with Kyle Allison during Amusement Showcase International, held in March in Las Vegas.

After the redemption customer shops online using his or her stored credits, selections are shipped by mail and are usually received in about 10 days. Shipping is included in the "ticket price" of the online items.

Planet Prize helps FECs in areas other than inventory maintenance, officials are quick to point out.

"By driving players to our customer's website, they are able to feature online promotions and begin loyalty-marketing campaigns to help increase repeat business," said Redemption Plus president Ron Hill.

The firm's Courtney Hunter added that in any high-volume arcade setting, the last interaction with the guest typically takes place at the redemption counter. Providing an alternative to waiting in line during high-traffic periods can lead to a better overall customer experience.

Planet Prize has been testing at Alley Cats, a 40,000-sq.ft. FEC in Arlington, TX, that prides itself on modern marketing. The facility offers bowling, laser tag, rock climbing and billiards in addition to arcade and redemption games; a snack bar and lounge have helped build a solid adult clientele.

Alley Cats wanted to connect with its customers online, and had developed a branded website with plans for email marketing to support this initiative.

"The online redemption store gives our customers a convenient way to redeem their tickets," said general manager Jay Trietley, "but the real value is in our ability to capture demographic information and help develop an online relationship."

Redemption Plus was the first in the industry to offer digital packing lists and merchandise pre-tagging. Regarding the "online redemption store" concept, company president Ron Hill said: "Our mission is to help our customers become more profitable and successful. Planet Prize is one of many tools we offer to help make this mission a reality."

For a demonstration, visit redemptionplus.com/planetprize; the company can be reached at (888) 564-7587.